BUSI4D415: Applied Marketing Science (DL)

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• To provide a comprehensive introduction to the specialised areas of market intelligence, marketing planning and strategic location management.
• To consolidate and extend the advanced research methods training and statistical analysis skills acquired during the core period of the MA in Marketing programme.
• To equip the student with the advanced conceptual and practical skills needed to successfully complete a dissertation in Marketing and to provide a firm foundation for a successful marketing career.

• I. Business Location Analysis:
• Marketing, location, and competitive advantage;
• Inductive and deductive location selection strategies;
• Trade area analysis and site evaluation techniques;
• Territory management and intelligent network planning;
• Spatial interaction modeling and spatial growth strategies.
• II. Marketing Research and Intelligence:
• The marketing research industry;
• The commercial marketing research process;
• Exploratory, descriptive, and predictive research;
• Industrial and consumer test markets;
• Analysing, reporting and managing marketing intelligence;
• III. Marketing, Information and Technology:
• Data, information and market intelligence;
• Secondary and standardised data - official statistics, commerical data, bespoke services;
• Understanding and managing spatially - referenced information;
• Geographical information systems (GIS) and spatial data analysis;
• Marketing intelligence systems (MkIS) and strategic knowledge management.
• IV. Spatial Marketing Planning:
• Segmentation, positioning, and the spatial planning process;
• Population geography, geodemographic change, and market opportunities;
• Market segmentation bases - geodemorgraphic, psychographic, lifestyle, etc;
• Standardized segmentation systems - ACORN, VALS2, PRIZM, PYSTE, etc;
• Modeling, simulation, and decision - support systems.

Subject-specific Knowledge:

• a critical appreciation of the nature of marketing information and market intelligence, together with the geographical dimensions of that information and intelligence.
• a critical appreciation of the spatially-referenced data underpinning successful marketing research, and of the technologies used in managing that spatially-referenced data.

Subject-specific Skills:

• acquired the specialised skills needed to plan, implement, report, and manage a comprehensive and complex programme of market research for a new business venture and/or market diversification project.

Key Skills:

• Through a combination of learning material, self assessed exercises and a formative assignment on key topical issues, together with guided reading.
• On the DL MA Programme each module is delivered in discrete Units which are equivalent to a lecture session. A DL Unit normally consists of specially written material, directed reading, reflection through self-assessed assignments and guidance for further reading.
• Each student is allocated a Tutor for each Module. The Tutor is tasked with providing feedback on formative work and is available for individual consultation as necessary. Tutoring is normally provided at a distance and may be conducted by email, telephone, post or fax.
• The DL Programme also offers annual residential seminar which provide the opportunity for DL students to interface with members of Faculty, meet Tutors and to interact with other students.
• The summative assessment of the module - by written assignment - is designed to:
• test the acquisition and articulation of knowledge and research skills;
• test skills of managing and analysing spatially-referenced data;
• test conceptual understanding and skills of application, interpretation and reporting within the business context.

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